Marketing Failed Product - Crystal Pepsi

FAILED PRODUCT REPORT '' Crystal Pepsi Prepared by Yeo & Ong March 5, 2009 There was a marketing fad in early 1990s equating clarity with purity. Just to name a few, Miller Brewing Co. came up with Miller Clear(March 1993), Coors Brewing Co. came up with Zima Clearmalt (1992), Procter & Gamble came up with Ivory clear liquid hand cleanser and Colgate-Palmolive came up with Clear Sparkling fresh dishwashing liquid. Last but not least, PepsiCo came up with Crystal Pepsi in April 1992. Company Brief Description Pepsi Company (PepsiCo) owns many brands of beverages, snacks and other foods. Its major product, Pepsi Cola, is one of the most popular carbonated beverages. Besides that, PepsiCo owns the brands Quaker Oats, Gatorade, Frito-Lay, Tropicana, Mountain Dew, Naked, Mirinda and SoBe. In order to maintain, or preferable expand, its market share, PepsiCo constantly introduced new products under its brands. This is a marketing strategy known as Product Development. By modifying the formulas and ingredients, PepsiCo had invented and marketed more than 50 types of carbonated beverages under the brand of Pepsi. To name a few, Pepsi Free introduced in 1982, Pepsi AM introduced in 1989, Pepsi Tropical introduced in 1994, Pepsi Blue introduced in 2003, Pepsi Edge introduce in 2004, Pepsi Lime introduced in 2005, and Pepsi Ice introduced in 2007. Some of the products survive and being accepted by consumers, however large number of the new formula Pepsi had failed and been removed from the market shelves in as short as 6 months. Product, Price, Distribution, Promotion Product (A good, service or idea to satisfy the consumers needs): Crystal Pepsi was introduced to the market from April 1992 to 1993 in United States and Canada. It was formulated differently from the original brown cola, and the new colorless cola was 100% naturally flavored with no preservations and no caffeine. It did have a lighter taste than the original Pepsi....

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The summer season has hit and with it starts the season of the carbonated soft drinks (CSDs). And so their advertising takes a front seat. It is not easy to avoid the cola ads once the season is on no matter how strongly the telecoms are advertising with their monstrous budgets. But the real power lies in catching the right audience in the right way and communicating your message in the most effective manner. And this can also be done in minimal budgets if the focus is not lost and the strategy is clear. Which leads to the relaunch of Pepsi Max this summer. Recently, Pepsi Max has become active on different mediums with a new ad campaign. I believe this time the packaging has been redesigned and also the taste of the drink has been improved. And not to forget the communication messages for this year are far better. They are simple, humorous and hit the target audience spot on. In fact, there outdoor campaign is also pretty good and supports the overall relaunch in a good way. I am putting the international version of the two copies as I dont have the local adaptation with me at this point in time. However, if you have watched the ads on screen you would be surprised that this time the dubbing is also not that bad which is an area where Pepsi commercials usually lacked perfection. As at times even the best of communication messages dont end up having the impact that they can if such details are not polished in the best way.

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the reason why I thought this should be highlighted about Pepsi Max is because there is a major improvement in the brands overall outlook, packaging and message in comparison to last yearthe year when Pepsi Max was officially launched in Pakistan. However, I always felt that the brand did get the attention and people also tried the brand but the feedback circled around two main points a) the product was too sweet b) Is it a brand for monkeys? Clearly the communication having the monkey in it raised such a response.

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The other ad was still better comparitively and most of the people were okay with it if they didnt dislike it. On the other hand the radio ad for Max is always well liked and a treat to listen with Calls vocals and catchy music. However, having said all that I do feel in Pakistan, the audience does have an unpredictable or rather not so firm sense of likeness/humour/opinions. At times, one is bound to ask is it even their true opinion or are they just saying something because the other person is saying that. The sense of individual opinions and the strength to hold on to those opinions is weak. It may not be true for everyone but it is nevertheless a part of our society. And as long as people dont form their opinions it would not be easier to actually analyze why things work out or dont work. But thats another discussion altogether for which I shall write some other day

INTRODUCTION
Pepsi Max is a low-calorie, sugar-free cola, marketed by PepsiCo as an alternative to Pepsi andDiet Pepsi. It differs from Pepsi in that it contains aspartame, potassium benzoate, acesulfame potassium,calcium disodium EDTA and panax ginseng extract while it does not contain high fructose corn syrup or sugar. Pepsi Max also contains nearly double the amount of caffeine. An 8 oz serving of Pepsi contains 25mg of caffeine, where as an 8 oz serving of Pepsi Max contains 46mg. [1] Its formulation of "natural flavor(s)" may or may not be different.

HISTORY
Pepsi Max debuted in United Kingdom and Italy in April 1993. The rollout was expanded to Ireland the following September, and to France, the Netherlands and Australia the following December. By the end of 1994, Pepsi Max was sold in approximately twenty countries. By the end of 1995, that figure had more than doubled. The product remained unavailable in the United States until only recently (the U.S. is PepsiCo's native market, and the largest consumer of carbonated soft drinks), where one of its principal ingredients had not yet been approved by the Food and Drug Administration. The ingredient in questionacesulfame potassiumis combined with aspartame to provide the beverage's sweetness, whereas some other diet colas are sweetened by aspartame alone. On 28 May 1994, England's Blackpool Pleasure Beach amusement park opened the Pepsi Max Big One steel roller coaster. At the time, the Pepsi-sponsored attraction was the world's tallest and fastest roller coaster. Both records subsequently were broken elsewhere, but to this date, it still remains the tallest roller coaster in the United Kingdom, and one of the tallest and longest coasters in Europe. In early 2005, Pepsi Max Twist (with added lemon-lime flavour) joined the UK and Australian product line. In autumn 2005, Pepsi Max Punch was marketed in the UK for the festive season. Containing ginger and cinnamon, the product was similar in flavour to Pepsi Holiday Spice, a sugar-sweetened variety of Pepsi that was marketed in the U.S. one year earlier. In late 2005 and early 2006, a coffee-flavoured variety was introduced in France, Finland, Ireland, Norway and the UK. Known as Pepsi Max Cappuccino (Pepsi Max Coffee Cino in the UK), the product is predated by the similar Pepsi Kona (briefly test-marketed in the U.S. in 1996) and Pepsi Tarik (available in Malaysia since 2005). Pepsi Max was introduced into South Korea, Bulgaria and the Philippines during 2006, as well as being reintroduced into Argentina in the spring of 2006 after being phased out after its launch in 1994. As well as this, Pepsi Max was introduced into Brazil, Egypt, Jordan, Lebanonand the UAE during early 2007.

A separate formulation of "Pepsi Max" was introduced in the United States on June 1, 2007 as "Diet Pepsi Max". Unlike the international beverage, its ingredient label mentions ginseng, and the drink contains nearly twice the caffeine (46 mg vs. 24 mg per 8 fl oz) compared to Diet Pepsi.[2] In October 2008, Pepsi announced they would be redesigning their logo and re-branding many of their products. Pepsi, Diet Pepsi and Pepsi Max uses all lower-case fonts for name brands, Mountain Dew was renamed "Mtn Dew," and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and red globe trademark became a series of "smiles," with the central white band arcing at different angles depending on the product. The new imagery has started to be used. In the case of Pepsi Max, besides the renaming of the drink to its international name, the logo has a large "smile" likely to emphasize the North American drink's "Wake up people!" advertising campaign, and also uses black in the bottom half of the globe as opposed to the more standard royal blue. The new lower-case font used on Pepsi's products are reminiscent of the font used in Diet Pepsi's logo from the 1960s to the mid-1980s. The website for the "Wake up people!" campaign now redirects to thePepsi Refresh Project. It is expected that the version of Pepsi Max outside North America will adopt the new logo used by its U.S. / Canada counterpart; this has now occurred in Australia. In the UK, the cans now have the 'pepsi' text and the new pepsi globe (with the normal pepsi 'smile' and the blue bottom half, as opposed to the black half used in the US) but the 'Max' is in the previous style. Pepsi Max is also the sponsor of the #24 NASCAR driver Jeff Gordon. A Pepsi Max Lime version was released in the United States in February 2010 under the name "Pepsi Max Cease Fire". (which later introduced into the UK in late 2011) It was cross-promoted with a new flavor series of Doritos chips called "Degree Burn". In July 2010, Pepsi began to move its North American branding for Pepsi Max to match its global branding. It now carries a Max typography similar to what is used worldwide, and rolled out a new slogan: "Zero Calories. Maximum Pepsi Taste." Its formula has not been changed. In May 2011, Pepsi introduced the drink to Spain.

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Pepsi Max is known to be the first ever soda drink or most commonly known as soft drink which is launched in the market as an energy drink. It became popular through tag lines such as maximum taste, no sugar and dont worry, theres no sugar. There are several TV and radio Advertisements being aired in promoting this product which was launched by Pepsi Co. These products are scattered across the globe so there are millions of people who are aware about this product. Another thing that this product became popular is through its funny and unique commercial that you can often see on TV. It is marketed as an energy drink that comes in several varieties with zero calories. Pepsi Max proudly stands out in terms of its campaigns which are also one of the reasons behind its successful sales for years since it has been launched. This is also the reason why this product quickly gain massive increase in sales as well as it also became popular in most countries all over the world. Pepsi Max is believed to be marketed as the best alternative to regular and diet Pepsi. It varies from regular Pepsi because it contains phosphoric acid, calcium disodium, acesulfame potassium and a certain amount of caffeine. This product debuted in Italy and UK in April 1993. It was then expanded to Ireland in September and to France, Netherlands, and Australia in December. By the end of 1994, this product is already made available in about twenty countries across the globe. And, by the end of 1995, it was again distributed to more and more countries making it one of the most sought after soda energy drink across the globe. Pepsis biggest intention is to introduce Pepsi Max and inflate its product collection in different parts of the world. It was an essential moment for cola industry the introduction of Pepsi Max. This product is said to be giving maximum pleasure to its clients although its sugar-free.